Ads Brief

Step 2: Generate the Brief

Write a complete brief covering ALL of the following sections:

SECTION 1: Vertical Snapshot

• Target audience: {vertical} business owners
• Their #1 pain: missed calls = lost revenue
• Average job value for this vertical
• Buying triggers: seasonal demand, bad reviews, competitor pressure, growth

SECTION 2: Competitive Landscape

• How many competitors are running ads
• The dominant angle in market
• Gaps competitors are missing
• The Call Taker's unfair advantages: demo line, $97 entry, free pilot

SECTION 3: Three Ad Angles (Ranked)

For each angle:

• Angle name
• Why it works (1 sentence)
• Headline (40 chars max)
• Hook (first line of primary text)
• Expected performance (based on competitor longevity data)
• Risk level (low/medium/high)

SECTION 4: What NOT To Do

• Burned angles from competitor research
• Oversaturated messaging
• Common mistakes

SECTION 5: Testing Framework

• Phase 1 ($5/day each): 3 ads for 5-7 days
• Phase 2 ($15/day): Kill losers, scale winner
• Phase 3 ($50/day): Scale + test variations
• Kill: CPL > 2x benchmark after 1000 impressions
• Scale: CPL < benchmark for 3 consecutive days

SECTION 6: Audience Targeting

• Job titles, interests, behaviors
• Geo, age, exclusions
• Lookalike strategy

SECTION 7: Meta Compliance Checklist

• No "AI" language
• No personal attributes
• No income claims
• Lead form compliance
• Privacy policy linked

CPL benchmarks by vertical:

• HVAC: $18 target / $36 kill
• Roofing: $22 / $44
• Plumbing: $20 / $40
• Dental: $35 / $70
• Locksmith: $15 / $30
• Towing: $12 / $24

SECTION 8: Budget Recommendation

• Testing budget calculation
• Break-even math at target CPL
• Scale economics

Step 3: Save Brief

Save to: ~/thecalltaker-ops/ads/briefs/{vertical}-brief.md

Create directory if needed: mkdir -p ~/thecalltaker-ops/ads/briefs

Output to User

Print the full brief in markdown, then: "Brief saved to ~/thecalltaker-ops/ads/briefs/{vertical}-brief.md" "Next step: /ads-write {vertical}"